In an era where businesses are no longer solely judged by their bottom line, corporate social responsibility (CSR) has become a critical aspect of modern commerce. For home furnishings businesses, having a CSR program is an ethical imperative and a strategic choice that can engage employees, attract customers, and benefit the community. To understand the importance of CSR in the home furnishings sector, we spoke with Room & Board Home Furnishings, Hometrends LLC dba Ashley Stores of Central Nebraska, and Gorman’s Home Furnishings & Interior Design about their CSR initiatives and the positive impact these programs have on key stakeholders.
The CSR Programs at Room & Board, Hometrends LLC dba Ashley Stores of Central Nebraska, and Gorman’s Home Furnishings & Interior Design
Room & Board’s CSR Framework
Emily McGarvey, Director of Sustainability, and Nancy Greatrix, Chief People Officer at Room & Board, shared insights into their comprehensive CSR framework: Better Products, Better for People, and Better for the Planet. This framework encompasses four pillars driving their philanthropic efforts and volunteerism:
- Sustainability: Focused on reforestation and education.
- Community: Addressing homelessness and housing security.
- Belonging: Supporting the LGBT community since the mid-1990s.
- Art & Design: Promoting access to and appreciation for contemporary art.
Every year, Room & Board publishes a Sustainability Impact Report to communicate the strategies, goals, and yearly actions of its sustainability programs and highlight their impact on both people and the planet.
Hometrends LLC dba Ashley Stores of Central Nebraska’s CSR Philosophy
Carson Rowh, Owner and Director of Talent and Employee Experience, and Sarah Luther detailed their mission-driven CSR philosophy. Inspired by Danny Meyer’s book Setting the Table: The Transforming Power of Hospitality in Business, their mission to “Serve 500,000 Families by 2030” has become central to their company culture.
Carson explained, “We believe that each stakeholder group serves and is served by others in a virtuous cycle, with our employees at the top. Serving our people well ensures they serve our customers well, which extends to our suppliers, communities, and shareholders.” This mission is measured by tracking customers, employees, and communities served through donations, volunteer hours, and blood donations. Quarterly and annual goals are set to stay on track toward their larger mission.
Gorman’s Home Furnishings & Interior Design’s Initiative
Duane Petroskey, President of Gorman’s Home Furnishings & Interior Design, introduced “Michigan’s Largest Housewarming Party,” a social responsibility initiative to collect gently used furniture and new household items for families and individuals in need throughout the metro Detroit area. Conducted during the first quarter of 2024, Gorman’s used its delivery trucks every other Tuesday, starting January 16, to pick up gently used furniture from households in metro Detroit at no cost. This service supported those looking to remodel, clean, downsize, or redecorate their homes. Additionally, Gorman’s collected new, unused household items in its stores during the same period. Beneficiaries included the Furniture Bank of Southeastern Michigan, Habitat ReStores of Oakland County, and Humble Design Detroit.
How A CSR Program Benefits Employees
Enhanced Employee Morale and Engagement
Implementing a CSR program can significantly boost employee morale and engagement. When employees know that their company actively contributes to social and environmental causes, they are likelier to feel proud of their workplace. This pride increases job satisfaction and a sense of purpose, enhancing overall productivity and performance.
Carson Rowh noted, “Research on employee satisfaction and retention shows that having a purpose bigger than just a paycheck is important to our employees. Our engagement score is 84%, and our employee turnover is at a five-year low of 40%. When employees feel their organization contributes to something bigger, they become more engaged and likely to stay.”
Sarah Luther added, “We track how many families our employees have impacted by calculating volunteer hours and blood donations. Employees receive one hour of company time off monthly for volunteering if needed. We recently celebrated a major milestone with all employees and their families to recognize their contributions to our mission.”
Room & Board’s inclusion in Inc.’s Best Workplaces Survey reflects similar results. Nancy shared, “More than 90% of our staff members are proud to work at Room & Board and believe in the organization’s future success. Our Community Partnership Program, initiated 20 years ago, involves staff in giving and volunteerism, fostering a sense of purpose and community.”
Duane Petroskey highlighted how Gorman’s employees were actively engaged in the “Michigan’s Largest Housewarming Party” campaign. Employees coordinated and managed the logistics of furniture pickups and household item collections, organized schedules, and maintained clear communication with donors. Frontline store employees, interior design staff, and delivery drivers promoted the campaign, connecting with customers on a deeper level and fostering teamwork and camaraderie.
Attraction and Retention of Talent
Companies with strong CSR initiatives often appeal more to potential employees in a competitive job market. A CSR program can be a valuable recruitment tool, allowing businesses to attract and retain top talent.
Nancy Greatrix emphasized, “CSR is crucial in the recruitment process. Our sustainability work and community contributions resonate with potential staff members who seek meaningful employment. Many new hires cite our sustainability and philanthropy efforts as reasons for joining our team.”
Sarah Luther concurred, “When engaging with potential employees, our ‘Impacting Families’ mission is the first thing I discuss. It’s always met with enthusiasm and respect for our company’s values.”
Professional Development, Skill Building, and Wellness
CSR programs offer unique opportunities for employees to develop new skills and gain valuable experiences. Whether organizing community events, participating in sustainability initiatives, or managing charitable partnerships, these activities contribute to personal and professional growth.
Nancy highlighted, “Our Community Partnership Program allows staff to get involved with local non-profits, aligning with our core values. This fosters a sense of community and helps employees develop valuable skills and become better people.”
Duane Petroskey noted that Gorman’s employees experienced a sense of purpose and alignment with the company’s values and mission through their involvement in the housewarming campaign. Employees saw firsthand the positive impact of their efforts on local families, reinforcing their commitment to community support.
Benefits for Customers
Enhanced Brand Loyalty
Consumers today are increasingly mindful of their purchases’ social and environmental impact. A well-executed CSR program can create a strong emotional connection with customers, fostering brand loyalty and higher retention rates.
Sarah Luther explained, “Our mission of ‘Impacting 500,000 Families’ is prominently displayed in our stores and on our website. Keeping customers informed about our community impact is crucial for building loyalty.”
Emily McGarvey added, “Room & Board proudly showcases our sustainability efforts in-store and online. Our customers appreciate our commitment to sustainability, strengthening their loyalty to our brand.”
Competitive Advantage
In a saturated market, a CSR program can differentiate a home furnishings business from its competitors. Customers increasingly choose companies that share their values, making CSR a significant differentiator.
Emily noted, “Our sustainability efforts, like the Urban Wood Project, set us apart from competitors. We’ve also made strides in waste diversion, reducing landfill contributions, and generating revenue from recycled materials.”
Benefits for the Community
Strengthening Community Ties
Engaging with the community through CSR activities builds stronger relationships with local residents and organizations. These connections can lead to collaborative partnerships, drive new customers to your store, and provide insights into community needs and preferences.
Nancy shared, “Room & Board donates approximately 2% of our profits yearly to over 70 nonprofit partners, focusing on sustainability, community, and the arts. This commitment has been a part of our culture and business philosophy for years.”
Sarah added, “We focus on specific volunteer goals and organize significant community events to give back each quarter. These initiatives strengthen our community ties and enhance our local presence.”
Duane Petroskey highlighted the success of Gorman’s “Michigan’s Largest Housewarming Party,” which performed approximately 300 pick-ups and collected more than 400 pieces of furniture. This initiative effectively supported families and individuals in need, fostering stronger community ties.
Increased Customer Engagement
When your CSR program benefits the community, it also engages your customers on a deeper level. Customers who see your business actively participating in social and environmental causes are likelier to get involved, fostering a sense of community and shared purpose.
Sarah described a recent initiative, “We’re currently running a food drive for local Salvation Army branches. For every five pounds of food donated, one family is impacted. Our delivery teams promote this cause during furniture deliveries, encouraging customers to contribute.”
Nancy added, “Our customers care deeply about their community and the environment. They respect our sustainable sourcing and charitable efforts, which enhances their engagement with our brand.”
Duane emphasized that Gorman’s extensive community outreach and clear communication about the types of items needed played a crucial role in encouraging donations and raising awareness about the campaign’s goals. The regional news media also supported the event, increasing awareness beyond Gorman’s customers and educating people about the need for furniture and home goods donations.
Conclusion
Incorporating a CSR program into your home furnishings business can have numerous positive outcomes. The initiatives at Room & Board Home Furnishings, Hometrends LLC dba Ashley Stores of Central Nebraska, and Gorman’s Home Furnishings & Interior Design demonstrate how a focus on CSR can improve employee morale, customer trust, and community impact. By developing a CSR program that aligns with your company culture and values, you can balance financial success with meaningful contributions to society.
As Nancy Greatrix aptly said, “CSR needs to be more meaningful than just writing a check. If you and your employees can give of themselves, there is something intrinsic about that, and it becomes a part of a wellness plan for the soul.”
So, what CSR program will you build in your business? It’s time to take meaningful action and adopt strategic measures to enhance your corporate social responsibility initiatives.
